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CRAVE
An online-food ordering service, Crave lets you search by dish, finding similar restaurant offerings near you.
After initially launching with a small group of beta testers, crave hired me to help with next steps.
I conducted user interviews to help determine future strategic direction, assess breakpoints in the app flow, and develop immediate next steps.
Context:
Crave wanted to know how their filter options fared against evening decision-fatigue.
Usability data showed users were having trouble finishing a meal order, and Crave wanted to know how to better help navigate users through restaurants’ requirements.
By speaking to users in person, I could help give crave a more nuanced picture of their ordering habits, in order to provide insight into future trends.
Process:
I transcribed user interviews for the whole team to peruse. further analysis notes were shared as well
A final presentation to Crave’s founder and lead designer broke down Crave’s main buckets of “actions”,
Analysis of user feedback and app walk-through showed two main types of break points.
Outcomes:
Annotated screenshots of the app flow allowed me to make the type of breakpoints more accessible to the development team. Decisions could be made on an as-needed basis for interim fixes.
Ultimately I presented three strategic directions, with my recommendations for why the team would want to choose each one, along with associated design principles. It was important to showcase how each direction, and associated principles, affects decision making in future app expansions and feature development differently.
I included examples of how one of the design strategies would look like in concrete tactics, on a sliding timeframe.
“Ariana knows what she is doing. We needed help with understanding our customer’s needs and coming up with product features and we got exactly that from Ariana. She was a great guide through the process, explaining her methodology, helping us define our questions, finding not so obvious insights, and taking them all the way to actionable items. Ariana was also professional and easy to work with. She is superbly qualified and a top performer within the outside consultants I have worked work. I plan on working with her again. ”
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